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Tables of Contents for Marketing
Chapter/Section Title
Page #
Page Count
List of Figures and Tables
x
1 Development of the Marketing Concept
1
13
A historical perspective
1
1
The modern era
2
2
Different types of business orientation
4
3
Modern marketing developments
7
5
Summary
12
1
Further reading
12
1
References
13
1
2 Marketing and the Organisation's Micro- and Macroenvironments
14
18
The microenvironment
14
7
The proximate macroenvironment
21
2
The wider macroenvironment
23
5
Other macroenvironmental factors
28
1
Summary
29
1
Further reading
30
1
References
31
1
3 Customers and Marketing
32
18
Segmentation defined
32
1
Targeted marketing efforts
33
2
Effective segmentation
35
1
Segmentation bases in consumer product markets
36
7
Segmentation bases in organisational/industrial markets
43
3
Effective segmentation
46
1
Product positioning
46
3
Summary
49
1
Further reading
49
1
References
49
1
4 Buyer Behaviour
50
34
Importance of understanding customer motives
50
1
Social and cultural influences
51
1
Specific social influences
52
11
Models of consumer behaviour
63
8
Organisational buying behaviour
71
11
Summary
82
1
Further reading
82
1
References
83
1
5 Marketing Information Systems and Forecasting
84
33
Introduction
84
1
Marketing information systems
85
2
Components of the MkIS
87
10
Designing, implementing and controlling the MkIS
97
1
Cost/benefit aspects of MkIS
98
3
Forecasting
101
4
Forecasting methods I: subjective methods
105
3
Forecasting methods II: objective methods
108
6
Summary
114
1
Further reading
115
1
References
116
1
6 Marketing Research
117
20
Introduction
117
2
Marketing research and marketing information systems
119
1
Types of marketing research
120
4
Stages in the research process
124
1
Tools of marketing research
125
6
Main research areas
131
4
Summary
135
1
Further reading
135
1
References
136
1
7 Products and Services
137
32
Introduction
137
1
Defining the product
137
1
Categories of products
138
2
Product management
140
2
New products
142
5
Product mix and product line
147
1
Product life cycle
148
6
Product diffusion and adoption
154
3
Portfolio models
157
9
Packaging
166
1
Summary
167
1
Further reading
168
1
References
168
1
8 Price
169
21
The importance of pricing
169
1
Pricing perspectives
170
1
Pricing decisions
171
2
Concepts of pricing
173
14
Tactical pricing issues
187
2
Summary
189
1
Further reading
189
1
9 Channels of Distribution
190
28
Introduction
190
1
Components of distribution
190
2
Indirect versus direct systems
192
3
The nature of distribution
195
2
Strategic elements of channel choice
197
1
Changing channel systems
198
2
Types and classification of channel
200
1
Channel conflict and cooperation
201
4
Changes in the structure of retailing
205
8
World Wide Web and the Internet
213
3
Summary
216
1
Further reading
217
1
References
217
1
10 Logistics Management
218
21
Introduction
218
1
Scope of logistics management
218
4
History and development of logistics management
222
2
Definitions
224
1
The distribution process
225
4
A systems approach to PDM
229
2
Monitoring and control of PDM
231
6
Summary
237
1
Further reading
238
1
References
238
1
11 Managing Selling
239
31
Importance of personal selling in the organisation
239
2
Benefits of personal selling
241
1
The broader task of selling
242
2
Different types of selling task
244
2
Selling skills and qualities
246
3
The sales routine
249
9
Sales management
258
10
Summary
268
1
Further reading
268
1
References
269
1
12 Above- and Below-the-line Promotion
270
32
Introduction
270
1
Real and implied product attributes
271
1
The marketing communications mix
272
4
The marketing communications process
276
5
Above-the-line promotion
281
7
Below-the-line promotion
288
4
Direct marketing
292
8
Summary
300
1
Further reading
300
1
References
301
1
13 Public Relations
302
25
Introduction
302
2
Recent developments
304
2
Role and nature of PR
306
6
The need for PR
312
1
Publics of PR
312
8
Media used in public relations
320
3
Internal and relationship marketing
323
2
Summary
325
1
Further reading
326
1
Reference
326
1
14 International Marketing
327
20
Definitions
327
1
Significance of international marketing
327
3
A macro overview of international trade
330
3
The four Ps of the international marketing mix
333
7
Sales channels
340
3
Cultural and environment factors
343
2
Summary
345
1
Further reading
345
1
References
346
1
15 Marketing Planning
347
13
Marketing planning in the context of corporate planning
347
3
An overview of marketing planning
350
9
Summary
359
1
Further reading
359
1
Reference
359
1
16 Marketing and the Use of Internet Technology
360
36
Introduction
360
2
Development of e-marketing
362
9
Database marketing
371
6
The Internet
377
1
World Wide Web
377
2
The World Wide Web: a new model for electronic marketing
379
2
E-commerce: opportunities
381
2
Principles of successful Internet marketing
383
2
Basic principles in website construction
385
1
Improving Web sales
386
3
Steps to a successful sale
389
4
Summary
393
1
Further reading
394
1
References
395
1
17 Customer Relationship Management
396
32
Introduction
396
1
Customer care
397
5
Relationship marketing
402
4
Service marketing
406
5
Internal marketing
411
3
Customer relationship management
414
10
Summary
424
1
Further reading
425
1
References
426
2
Index
428